Guide To Web Analytics Consulting Services
Web analytics can boost profits, improve branding
, and help businesses truly understand customers on a level that wasn't possible in the times of traditional face-to-face customer service. However, many businesses still are not sure how to apply the process of web analytics to their own internet marketing and business growth strategies - fixed test packages from web analytics package providers are a great solution. They'll give your business an overview of the process and uncover, in a very personalized way, the potential power of business intelligence in web analytics. Here's what you can expect from an analytics starter package.
Accessing web analytics starter packages
Many major web analytics package providers offer these as a type of training in getting the most out of their software; however the program is completely personalized rather than aimed at a broad audience. When you buy a license to use website analytics software, you'll often be able to purchase a starter pack from the same company.
What does a starter package consist of?
When you buy the license, the starter package will usually help you design a set of tests relevant to your business goals, and then implement, evaluate and project manage the change. You can expect the following services:
Development of an overall plan for the test
Creation of a 'recipe matrix' and optimization strategy. The 'recipe matrix' includes all factors and levels that should be tested.
Setup, validation and execution of the test within the web analytics package
Evaluation of the test results
Recommendations for future tests (and if your provider offers more than one fixed test as part of their website analytics starter package, you'll be able to use the recommendations from the first test in the planning for the second)
Complete project management
How long does this take?
A single fixed web analytics test aimed at improving your internet marketing conversion rate would usually take about 6 weeks. In an ordinary corporate situation the person responsible for developing and administering fixed tests would have plenty of other responsibilities. Implementing the business intelligence from web analytics is spread over a period of time, but is not a full-time job. It might be housed within either the marketing or the IT function. You'll find that the test administration work included in a starter web analytics package would include around 22 hours of work for a single test; you can expect around this much time to be needed once analytics/internet marketing/website design processes are well established within your own business.
Business involvement
These packages are delivered as a collaborative effort between the website analytics provider and the business, and as such there is business input needed at all stages. In fact, if you want to get the most out of the service, you'll be pushing for heavy business involvement at every possible time! The business's role requirements might include:
Providing internal marketing and technical requirements
Providing branding guidelines and pre-written copy
Review and approval of the changes at various stages of the web analytics project
Deploying the code
You would also work with the provider on test rotation and tracking, as it is happening.
These website analytics starter packages will help minimize training time and familiarization time, whether the business and administrators are new to web analytics or simply switching software.
by: Gregory Smyth
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